How do you win a regional assignment from one of the world's biggest car brands? By knowing there is nothing more powerful than an idea whose time has come. After a three way pitch involving some of the biggest networks in the region, Sputnik - then barely a year old, and with a staff of just four people - was awarded the launch of the 2022 Nissan Pathfinder.
It was a time when world economies were still reeling from the effects of the pandemic, and The Great Resignation was a hot topic for people in all industries. It felt only natural that a vehicle intent on re-inventing itself would share the same philosophy as its audience. From thematic to social, from photography to film and even music composition, Sputnik provided a turnkey solution for this launch, all grounded in a simple message: "when you lose your path, you find a new one".
THEMATIC FILM
WEBISODE / ONLINE ACTIVATION
The centrepiece of the campaign was an online activation in which we featured real-life individuals in the region who have successfully reinvented themselves to deal with challenges in their careers / professional life.
We invited audiences to nominate these heroes, and created short films about them as part of a mini web series. Part of the episode included the subjects trying out the new Pathfinder and seeing how well it fits their busy dynamic daily lives.
Sputnik also handled all the photography for the campaign, which were later used into social media content and mainstream communication.
